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Celanese Corporation’s (CE - Analyst Report) food ingredient business Nutrinova recently introduced Qorus sweetener system, which claims to allow companies offer low-calorie items while maintaining the authentic taste.

Qorus balances sweetness and authentic flavor of end food products without changing its taste or nutritional value. The initial Qorus products will target the flavored milk and yogurt sectors.

Given its versatility, Qorus can function under several formulating and processing conditions. Thus it provides a freedom to innovate new products without any restrictions; a feature that makes Qorus score over other sweeteners. Qorus will be launched at the Institute of Food Technologists (IFT) Annual Meeting and Food Expo scheduled from 13-16 Jul in Chicago.

Celanese’s Nutrinova business is a premier producer of potassium sorbates and sorbic acid and the inventor of acesulfame potassium. Nutrinova has been in the business for over 50 years as an innovative solution provider for all sweetening and preservation requirements.

Celanese is one of the world’s largest producers of acetyl products, as well as a leading global producer of high-performance engineered polymers. The company is also the world leader in VAM and acetic acid production, with market shares of roughly 30% and 28%, respectively.

Celanese’s first-quarter 2013 adjusted earnings outpaced the Zacks Consensus Estimate, but sales missed the expectations. While Celanese envisions challenging economic conditions ahead, it also expects earnings to rise on the back of company-specific initiatives.

Celanese plans to cut costs and increase plants’ efficiency to counter weak demand. Moreover, it is aggressively expanding capacity in the emerging Asian markets. The company’s strong presence in emerging markets should enable it to deliver incremental earnings in 2013. The company is also committed to boost shareholder returns through higher dividend payouts. The introduction of Qorus will be a breakthrough in the food industry and definitely provide a competitive edge for Celanese.

Celanese retains a Zacks Rank #3 (Hold). Other companies in the chemical industry worth considering are Arkema S.A. (ARKAY), Cytec Industries Inc. (CYT - Snapshot Report) and FMC Corp. (FMC - Analyst Report). All of them hold Zacks Rank #2 (Buy).
 

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